This monograph describes a general framework of entertainment marketing. Then the unique properties of entertainment and the resulting marketing challenges facing the entertainment industries, as well as the related research on each key marketing com...Daugiau...
Introduces a conceptual framework to understand how globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds; the mechanisms by which brands acquire cultural meanings; and the t...Daugiau...
To what extent does retail therapy really work? This book seeks to address this question by adopting a tripartie approach: motivational (the goals and motives that consumers have for shopping); behavioral (the activities that consumers engage in dur...Daugiau...
